Question

Define retailing with its characteristics

Answer 1

The word retailer has been derived from the French word “Retail” which means to sell in small quantities, rather than in gross. A retailer is a person who purchases a variety of goods in small quantities from different wholesalers and sell them to the ultimate consumer. He is the last link in the chain of distribution from the producer to the consumer.

The followings are some of the essential characteristics of a retailer:-

1.He is regarded as the last link in the chain of distribution.
2.He purchases goods in large quantities from the wholesaler and sell in small quantity to the consumer.
3.He deals in general products or a variety of merchandise.
4.He develops personal contact with the consumer.
5.He aims at providing maximum satisfaction to the consumer.
6.He has a limited sphere in the market